How an online market research community delivered fresh insights into a small and hard-to-reach audience
Often a short research study isn’t sufficient to get the level of insights and understanding that you require, especially when working with a hard to reach target audience.
Our client needed to research an extremely small and difficult to reach audience in multiple markets across the globe in support of their new product in development. In addition to gaining a deeper market understanding, the client wanted to obtain qualitative and quantitative insights into topical questions as they arose.
We created a market research online community platform for the client to be run across multiple markets for a year.
How we helped determine the next groundbreaking development in a hard-to-treat respiratory disease
Our client wanted to understand the current management in a complex therapy area, as treatment regimens require a combination of multiple drugs. Furthermore, the disease is most prevalent in emerging, hard-to-access markets. Understanding of drugs and treatment regimen preferences were required to help gauge likely success of the client’s new formulation in development, which would be part of a new regimen paradigm. As well as understanding current preferences and reactions to the new drug and regimen, the research needed to test several potential outcomes for the new formulation and assess performance against future new regimens likely to be available at the time of launch.
How we used WhatsApp and projective exercises to capture deep emotional insights into people living with HIV in South Africa
Our client wanted to identify and profile different segments of people living with HIV in order to understand key barriers and leverage points and ensure future engagement with their pharmaceutical portfolio. To achieve this, we needed to conduct an in-depth exploration of attitudes and behaviours of people living with HIV. However, stigma surrounding HIV in South Africa meant that respondents may have been unwilling to participate in a traditional interview. Even if they did, it was felt unlikely they would be open to direct questioning. We needed a different approach if we wanted to build a complete picture of life with HIV for our client.
How we helped our client maximise uptake and fine-tune the marketing strategy for their vaccine product in China
Our client’s vaccine to protect against a condition prevalent in older adults had recently launched and secondary research was required to enable them to understand more about their target healthcare consumer and attitudes to health, well-being and vaccination. They needed to build a complete picture of how consumers are influenced, such as whether they are more influenced by HCP advice or online forums and social media. Furthermore they needed to develop an understanding for other out-of-pocket (OOP) competitor vaccines and what the future healthcare initiatives mean for vaccination in general.
How we helped our client identify where to play and how to win for their hospital product in India
Our client has a hospital care portfolio which is marketed globally. Despite a low per capita use of the product in India, the annual growth rate of usage is among the highest in the world. It was therefore critical for our client to understand which channels they should focus on (where to play) and what points of differentiation would enable them to gain market share in those chosen channels (how to win).